Meda Consumer Healthcare saluted for relaunch of Bifera

By Michael Johnsen

ATLANTA — Meda Consumer Healthcare recently was named the grand winner of the MAX Awards for excellence in marketing for the relaunch of Bifera, an over-the-counter supplement that offers two types of iron — protein- and plant-based.

Presented by Georgia State University's Robinson College of Business Department of Marketing and the Atlanta Business Chronicle, the MAX Awards honored outstanding marketing innovations developed or launched by Georgia companies in 2010.

Meda Consumer Healthcare was honored as grand winner for its nontraditional approach to the relaunch of Bifera. To communicate the product's benefits, Meda focused on consumer education over "pharmaceutical marketing," leveraging key influencers and grassroots, word-of-mouth marketing. By narrowing its target market focus and reaching its audience through innovative methods, the company restructured the entire market, almost doubling average weekly sales.

The Global Soap Project and the Vidalia Onion Committee with Langston Communications for the Ogres and Onions Program also were named winners. Winners were selected by the Georgia State University Marketing Roundtable, which comprises senior marketing executives from many of Atlanta's top companies.